New RTD Category Emerges in Functional Beverage Supply Chain

marrō, an Atlanta-based brand, has introduced what it claims is the first cold, sparkling, ready-to-drink bone broth. The product delivers 12g of clean, dairy-free protein per can, positioning it as a new entry point in the rapidly expanding functional beverage segment alongside traditional protein drinks and bone broth supplements.

Distribution Strategy and Retail Channels

The beverage is available in three flavors: Blueberry Lemonade, Blackberry Lime, and Peach Mango. According to the brand, each can contains electrolytes and amino acids. Distribution includes Amazon, Misfits Market, and Impact + Skimlinks, with pricing starting at $17.99 per pack. This multi-channel approach—combining direct-to-consumer and specialty retail—reflects the brand's strategy to penetrate both online and physical retail environments.

Product Development and Brand Origins

Founder Nick Foreste, an ultramarathon runner, conceived the product after recognizing a gap in the market. "I knew bone broth and protein drinks were important parts of muscle recovery, but didn't want to drink something that tasted like soup or a heavy, milky protein drink after a long run," Foreste said. "It felt like a chore instead of a treat." During a post-run lunch with his wife, Heidi, Foreste mentioned wishing bone broth could taste as refreshing as a margarita. That observation prompted the question: Why couldn't bone broth be enjoyed like any other beverage? The couple spent time developing a sparkling, fruit-flavored alternative they believed would make bone broth's benefits more accessible to athletes, busy parents, and families.

Market Positioning and Multi-Functional Appeal

The brand markets marrō as addressing multiple wellness categories—gut health, collagen for hair and skin, muscle recovery, immune function, and B12 energy. The messaging emphasizes simplification: reducing the number of supplements and drinks a consumer needs to maintain daily wellness routines.

Supply Chain and Retail Implications

The sparkling bone broth category remains nascent, and marrō's entry signals continued fragmentation in the protein and functional beverage space. For distributors and retailers, the launch reflects broader momentum toward multifunction wellness drinks that appeal across age groups and activity levels. Success will depend on whether consumers adopt the product as a genuine lifestyle fit or treat it as a novelty, which will ultimately determine shelf velocity and reorder patterns across distribution channels.

For more insights and trends in the food and beverage sector, check out more articles in The Food & Beverage Magazine family of publications.

Written by FBM Publications Editors